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ACTION ITEMS
EMPHASIZE EXPERIENCE
Today’s consumers want so much more than a good product. Con- sumer values are shifting to place greater emphasis on experienc- es. “Material goods don’t have that same appeal or status that they use to. As consumers have detached more and more from material goods, experiences they choose to have and who they share those experiences with are an increasingly important part of their own self-identity.”
TAKE A STAND
Consumers are active researchers and want to know more about the brands they choose to consume. There is a strong appeal for brands that support a greater good. “This trend is driven by the fact that consumers today are more active investigators when it
comes to where they are spending their money. They have a stronger understanding of social, environ- mental and political issues that impact their world.”
KEEP IT LOCAL
Consumers favour local sourcing when it makes sense. They expect to see a growing local presence on menus.
FLEX YOUR
FORMAT MUSCLES
Foodservice is everywhere today. To compete, foodservice brands have to evolve to meet consumers on their terms. “We can’t think in terms of ‘traditional’ foodservice anymore. Brands increasingly need to be where their customers are via new formats—delivery, grab ’n go, non-traditional locations.”
MAKE TECH YOUR FRIEND
Consumers are often con icted when it comes to technology within restaurants. It works best when it works so well, they don’t even notice it.
MAKE INGREDIENTS
THE HEROES
Ingredients have a story to tell and can make the menu come alive.
“Clean eating is in the spotlight, as consumers will increasingly demand transparency in ingredi- ent sourcing and a menu narrative that focuses on additive-free, real and simple preparations.”
BEND THE (HEALTHY) RULES
Healthful consumption has taken on new meaning. Rather than tout low-calorie, low-fat, etc. compo- nents to highlight health, expect
menu developers and marketers to feature more language on menus that underscores real, natural, fresh and “free of” qualities for food and drink.
MAKE IT PERSONAL
Aligns with the experience and heightened expectations for cus- tomization. “Customization and personalization are key. As con- sumers expect a unique, entertain- ing experience from foodservice, a big part of it involves tailoring it to their own preferences.”
Between 2017 and 2030, Canada’s popula- tion will grow by 11% to over 40 million. Based on historical trends, Alberta will boast a 24% increase in population. Contrast that growth with New Brunswick and Nova Scotia, which will see a mere 1% increase. Newfoundland & Labrador’s population will shrink by 6%. Given that population growth can be a strong predic- tor of foodservice sales, it means Alberta will continue to see healthy gains in the long run, while parts of Atlantic Canada will struggle.
NOT BUSINESS AS USUAL
Depending on where you live, demographics will alter how you do business. While Gen- eration Z and Millennials are popular in the headlines, it will be interesting to watch how operators appeal to older Canadians too. m
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BE AUTHENTIC
Consumers know when you aren’t and it can spark backlash.
KNOW YOUR COMPETITION
Look beyond your traditional
restaurant set.
Sara Monnette is Vice President, Innovation at Technomic
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